Research Paper on:
MillerCoors Analysis

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to establish a brewery in Milwaukee. He has a secret ingredient, brewers yeast from Germany. In 1873, Coors stowed away on a ship bound for America and opened the Golden  Brewery in Colorado (MillerCoors, 2012a). His partner, Jacob Schueler, provided $18,000 for the venture, Coors at age 26, could only chip in $2,000 and his expertise. In 1880, Coors bought  out Schueler. He was making 3,500 barrels a year but within ten years, he was making 17,600 barrels each year (MillerCoors, 2012a). In 1886, Miller began pasteurizing his  beer using technology from Louis Pasteur. It was the fist time for any brewery. Miller died in 1888 but his family has continued the tradition. Miller had been cooling his  beer in underground caves with ice blocks but in 1892, he began using refrigeration so the beer could be fermented above ground (MillerCoors, 2012a). This allowed them to brew all  year long. In 1937, Coors adopted the slogan "Brewed with Pure Rocky Mountain Water", the slogan would last for 50 years (MillerCoors, 2012a). Between 1949 and 1955, both Coors  and Miller topped one million barrels each year. In 1959, Coors launched the first two piece beverage can and offered a penny for every can returned to the store (MillerCoors,  2012a). In 1970, Philip Morris companies bought Miller Brewery Company. Light beer was first introduced by Miller in 1975. It shot Miller up to second place from fourth.  Coors limited distribution on the West coast made it like a cult with Easterners clamoring for the beer. Coors introduced light in 1978. It would not be until 1991 that  Coors was available in all states. By then, it was the third largest brewer (MillerCoors, 2012a). In 2002, South African Breweries (SAB) bought out Miller, creating SABMiller plc. It